ringtone It is the same demographic that the wireless industry that research firm the Yankee Group currently values at $91. 7 billion has coveted since its inception: young, hip consumers flush with disposable income, a hyperspeed culture quick to seize on how and how much mobile communications can enhance their lives. For young consumers, Def Jam Mobile promises carriers cultural entree. Traditional wireless brands signify little beyond their core business. "For 20 years, we've not only been making music, but building a lifestyle," Liles says. "We never felt we were a record company. We always felt we were a lifestyle company. And if you wanna be the cool kid, then you wanna have access to Def Jam Mobile services and whatever we're providing. ".

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